Conviva：TikTok基准和品牌策略指南（EN）_56页_4mb

2022 TikTok® Benchmarks & Strategy Guide for Brands Summary

Core Content Overview

This report provides an in-depth analysis of the performance of over 1,500 brand accounts on TikTok, collected in March 2022 and compared to March 2021. It highlights the key trends, strategies, and benchmarks across various industries, emphasizing the importance of consistent content posting, engagement, and the role of TikTok in brand and media strategy.

Main Findings

• TikTok's Growth and Importance: TikTok is no longer seen as a fad but a platform that is here to stay. Brands and publishers are increasingly investing in TikTok to reach both niche and broader audiences.
• Engagement and Follower Growth: There is a strong correlation between frequent posting and follower growth. The average number of posts per account increased by 13% in 2021 compared to 2020. The top 20 accounts by follower growth posted 7.1 times more than the average account.
• New Accounts' Performance: New accounts with under 100K followers showed an average engagement rate of 28%, demonstrating TikTok's ability to provide organic reach for emerging content creators.
• Top Performing Categories: Sports leagues, sports media, and streaming accounts showed the highest growth in followers. The Premier League had the highest average followers per team at 3.2 million, followed by Ligue 1 at 2.1 million and La Liga at 1.7 million.
• Top Accounts by Follower Growth: Tottenham Hotspur, Champions League, Manchester United, and Netflix were the only accounts to increase their following by over 10 million in 2021.
• Engagement Rate Leaders: Rolling Stone had the highest average engagement rate for accounts with under 50K followers, while Family Feud led for accounts with over 1 million followers.

Key Industry Benchmarks

Overtime's Strategy Insights

• Community Engagement: Overtime prioritizes community building by actively engaging with followers through comments and messages. They aim to make followers feel connected to real people behind the brand.
• Content Strategy: Overtime's content strategy involves being the first to post viral content, which increases the chances of resharing and reaching a broader audience.
• Multiple Accounts: They use multiple accounts to target different niches, with each account dedicated to a specific sport or content type.
• Talent and Content Creation: Overtime's team of creators and talent experiments with various content formats, including longer-form videos, to build audience engagement.
• Autonomy and Trust: The company empowers its social media team with autonomy, allowing them to experiment and innovate without micromanagement.

Engagement by Follower Count

• Under 100K Followers: Average engagement rate was 28%.
• 300K to 1M Followers: Engagement rates dropped to 5–10%.
• Over 1M Followers: Engagement rates of 5% or higher are considered high.

Top 25 Accounts by Followers (March 2022)

Key Takeaways

• Consistency and Quality: Brands that posted consistently and with high-quality content saw the most significant follower growth.
• Engagement Strategy: The algorithm favors content that resonates with audiences, and engagement rates are a strong indicator of success.
• Niche Targeting: Brands and media companies that focus on specific niches, such as sports leagues and entertainment shows, have a better chance of success.
• Innovation and Experimentation: TikTok's fast-paced environment requires brands to be agile and innovative, with a strong focus on trending content and audience interaction.